1. How has your career path changed up until now?
My career path has been both dynamic and rewarding, drawing from my roots in Colombia and expanding globally. Starting in public administration with the Colombian government, I quickly found a passion for tourism and its potential to drive economic growth and cultural exchange.
My early work with ProColombia allowed me to showcase Colombia's rich tourism offerings to the MERCOSUR region, which was a pivotal experience in understanding international markets.
In 2016, I relocated to Spain, which marked a significant transition in my career. As Vice President of Spain Startup-South Summit, I delved into entrepreneurship and innovation, setting the stage for my current role at UN Tourism as Executive Director.
As you can see, my career has evolved significantly over the years. Each step has been driven by a commitment to innovation and sustainable development in tourism, and my position now allowed me to apply my skills on a global scale, focusing on transformative initiatives that support the tourism sector worldwide.
2. Did you have a mentor who helped you get to where you are now? If so, what would you say is the most important thing you learned from your mentor?
Yes, I've been fortunate to have mentors throughout my career. The most important lesson I've learned is the value of commitment, resilience and adaptability. Coincidentally, these characteristics are also those that the tourism sector has demonstrated with the challenge posed by the pandemic.
Now, only six years after those first days of the pandemic we can say that tourism has totally recovered the levels prior to those times. According to our barometer, an estimated 1.4 billion tourists travelled internationally in 2024, indicating a virtual recovery (99%) of pre-pandemic levels.
Nevertheless, is a good simile also for those who work on the sector. In the fast-paced world of tourism, being able to pivot and adapt to new challenges is crucial.
3. What advice would you give to those pursuing their first business venture?
My advice is start learning as much as you can about your scoop of work and try always to be innovative. The more you can learn, the better you will face the challenges that will be coming. And you should try to always think further, innovating with what you are creating. It is important to understand your audience deeply and be willing to disrupt traditional models with creative solutions. Also, I would recommend building a strong network; relationships can be as valuable as resources.
4. How do you overcome risk when it comes to making business decisions?
I approach risk by conducting thorough research and analysis to understand potential impacts. It's essential to weigh the pros and cons carefully but also to trust your instincts and be prepared to make bold decisions when necessary.
And, of course, I would listen first. This is something that is very important, especially when, like in my case, you work in a multilateral organization. It is crucial to listen to all the actors involved in a potential decision to came up with a solution or an agreement that can be as satisfactory for everyone as it is possible.
5. Why did you decide to become a mentor/investor for the Hospitality Innovation Hub Incubator?
I believe in nurturing new talent and ideas that can revolutionize the tourism sector. Supporting startups through the Hospitality Innovation Hub Incubator allows me to share my experience and contribute to shaping the future of hospitality with sustainable and innovative practices.
Mentoring is also linked to my personal stories because it mixes two of my passions, education and innovation, both thematic that also have been crucial in my career. I arrive in the United Nations in 2018 to talk about innovation in tourism for the first time ever. No one had done it before. And I have been directing the Innovation, Education and Investments department for 5 years.
I've had the privilege of leading initiatives that merge tourism with innovation and education. In this time our team has developed more that 30 startup competitions and challenges for startups and entrepreneurs as the one for Artificial Intelligence that we have now open. This have collectively fostered a vibrant international network of innovators.
And we have also launched several programs on education, as the Bachelor in International Sustainable Tourism or the Tourism Online Academy, that has, nowadays, more than 40.000 students in 150 countries.
Becoming a mentor for a program for innovators in the tourism sector seems natural and would give me the opportunity to continue learning from their fresh ideas.
6. What book are you reading now?
I tend to read several texts at the same time on different subjects. I read a lot about topics that are related to my work. Tourism facts and figures are always present, but also, I'm reading about international politics and about people who have made a difference globally. Nevertheless, I also enjoy good stories, especially the books of my countryman, Gabriel García Márquez. So that's what I have on my desk: books about the world and good literature.
7. What is your favorite vacation destination?
Due to my work, I have the opportunity to travel extensively, which I genuinely appreciate. This has allowed me to experience diverse cultures and environments, enriching my perspective. However, when it comes to my favorite destinations, I always think of Colombia, of course. It’s where I grew up, and the vibrant culture, beautiful landscapes, and warm-hearted people make it a place I cherish deeply. The memories of family gatherings and the unique local traditions are irreplaceable.
On the other hand, Spain has become incredibly special to me as well. I've been living here for several years, and it’s where my child was born. The rich history, stunning architecture, and welcoming atmosphere have made Spain feel like home. Exploring different regions with my family has created lasting memories that I treasure.
So while I enjoy my travels for work, both Colombia and Spain will always be two of my favorite destinations for their personal significance and the connection they provide to my roots and family life. But fortunately, the world is too big and plenty of beautiful places to discover and visit.
8. What is your favorite movie?
I have several, but one I like is "The Pursuit of Happyness." It’s an inspiring story of perseverance and determination, reminding us of the power of resilience in overcoming life's challenges.
9. Any last words you would like to share…
I would like to emphasize the importance of collaboration and innovation in addressing the challenges facing the tourism sector today. By working together and using innovation as a catalyst for transformation, we can create a more sustainable and inclusive future for tourism that benefits communities worldwide. Because, at the end of the day, we can’t forget that tourism is the most human economic sector of all. It is based on people, and it works for people, so I encourage everyone to take that always in mind.
